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• Cover
• Introduction
• About This Book
• Conventions Used in This Book
• What You’re Not to Read
• Foolish Assumptions
• How This Book Is Organized
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Getting Started
• Chapter 1: Grasping the Basics of the Restaurant Business
• Getting a Feel for the Restaurant World
• Finding Out Whether You Have What It Takes
• Chapter 2: Deciding What Kind of Restaurant to Run
• Figuring Out Where to Start
• Choosing the Right Type of Restaurant
• Creating Your Concept
• Putting It All Together
• Chapter 3: Researching the Marketplace
• Getting Your Mind Right: Profits Matter
• Exploring the Consumer’s Buying Decision: The Big Why
• Identifying and Analyzing Potential Customers
• Keeping an Eye on the Enemy
• Developing and Implementing Your Battle Plan
• Chapter 4: Writing a Business Plan
• Don’t Fly Blind: Understanding Why a Business Plan Matters
• Laying Out a Business Plan
• The Bottom Line: Focusing on Financials
• Selling Your Plan: The Unwritten Part of Your Business Plan
• Part 2: Putting Your Plan in Motion
• Chapter 5: Show Me the Money! Finding Financing
• Knowing How Much Money You Need
• Looking at How You Can Contribute
• Working with Investors
• Getting a Loan
• Chapter 6: Choosing a Location
• Looking at the Local Real Estate Market
• Examining Location Specifics
• Factoring In Cost Considerations
• Chapter 7: Paying Attention to the Legalities
• Identifying the Help You Need
• Setting Up Shop on Legal Grounds
• Knowing Your Local Laws
• Getting Permits and Licenses
• Buying the Insurance You Need
• Part 3: Preparing to Open the Doors
• Chapter 8: Creating the All-Important Menu
• Making Some Initial Decisions
• Figuring Out How Much to Charge
• Deciding When to Change Your Menu
• Choosing Your Menu Format
• Selling the Sizzle: Setting Up a Menu with Sales in Mind
• Validating Your Menu before You Go Primetime
• Chapter 9: Setting Up the Front of the House
• Digging into Design
• Thinking outside the Box: The Exterior
• Laying Out the Interior
• Keeping Service Support Close
• Setting Up a Reservation System
• Reviewing Restrooms
• Chapter 10: Setting Up the Back of the House
• Planning a Kitchen with the Menu in Mind
• Considering Your Water Supply: Why Water Quality Matters
• Adapting an Existing Kitchen
• Acquiring Your Kitchen Equipment
• Chapter 11: Setting Up a Bar and Beverage Program
• Setting Up Your Bar
• Keeping Your Bar Clean
• Drawing Drinking Crowds
• Get with the (Beverage) Program: Providing Liquid Refreshment
• Becoming Beer Brainy
• Winning with Wine
• Lapping Up Some Liquor Learning
• Serving Alcohol Responsibly
• Chapter 12: Hiring and Training Your Staff
• Deciding Which Roles Need to Be Filled
• Finding the Right People: Placing Ads and Sifting through Résumés
• Interviewing the Candidates
• Hiring Foreign Nationals
• Training Your Staff
• Chapter 13: Purchasing and Managing Supplies
• Preparing to Stock the Supply Room
• Finding and Working with Purveyors
• Building an Efficient Inventory System
• Chapter 14: Running Your Office
• Deciding Where to Put Your Office
• Creating a Communications Hub
• Hardware (the Old-Fashioned Variety)
• Processing Payments
• Preparing for Payroll
• Saving, Storing, and Protecting Your Records
• Chapter 15: Getting the Word Out
• Defining Your Message
• Building Public Relations
• Creating an Advertising Plan
• Creating a Compelling Restaurant Website
• Sounding Off on Social Media
• Part 4: Keeping Your Restaurant Running Smoothly
• Chapter 16: Managing Your Employees
• Selling Employees on Your (or Their) Restaurant
• Making Staff Schedules
• Setting Up Policies to Live (or Die) By
• Offering Benefits
• Chapter 17: Running a Safe and Clean Restaurant
• Making Sure Your Food Is Safe
• Keeping the Restaurant Clean
• Taking Precautions to Protect Your Customers and Staff
• Providing a Pest-Free Place
• Handling the Health Inspection
• Chapter 18: Building a Clientele
• Understanding Who Your Customer Is
• Meeting and Exceeding Expectations
• Turning Unsatisfied Guests into Repeat Customers
• Making Social Media Work for You
• Chapter 19: Maintaining What You’ve Created
• Evaluating Financial Performance
• Evaluating Operations
• Evaluating and Using Feedback
• Part 5: The Part of Tens
• Chapter 20: Ten Myths about Running a Restaurant
• Running a Restaurant Is Easy
• I’ll Have a Place to Hang Out
• I Can Trust My Brother-in-Law
• The Neighbors Will Love Me
• I’ve Been to Culinary School, So I’m Ready to Run the Show
• I’m Going to Be a Celebrity Chef
• My Chili Rocks, So I Should Open a Place
• I Can Cut the Advertising Budget
• Wraps Are Here to Stay
• I’ll Be Home for the Holidays
• Chapter 21: Ten True Restaurant Stories That You Just Couldn’t Make Up
• Déjà Vu All Over Again
• Priceless
• Free Pie Guy
• Rat-atouille
• Frosty the Newbie
• Drinks Are on Me
• You Like My Tie?
• Chefs Behaving Badly
• Radio Fryer
• (Coat) Check, Please!
• Index
• About the Authors
• Advertisement Page
• Connect with Dummies
• End User License Agreement